Driving traffic, franchising

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As part of Pizza Factory’s ramped up focus on increasing guest numbers and traffic, in December each of the chain’s restaurants sent out 1,000 direct mail postcards with such offers as get a large one-topping pizza for $7.99 or 20-percent off the check, Riva said. That “very successful” direct-mail effort bumped traffic from 3 percent to 10 percent, depending on the location, she added.
In the past, Riva said, the chain’s ...

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